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Impacts of Information Browsing Behaviors on Mobile Shopping: Case Study of Commerce APP Click Stream Analysis |
Zhou Xiang, Zhang Pengyi(), Wang Jun |
Department of Information Management, Peking University, Beijing 100871, China |
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Abstract [Objective] This paper analyzes the mobile shoppers’ information browsing behaviors, aiming to find their influences on purchasing decisions. [Methods] We studied 44,932,715 browsing logs generated by 2,752 users of a mobile shopping APP in March, 2015. [Results] We found that users’ purchasing behaviors were affected by the complexity, breadth and depth of browsing patterns. The complexity of single-session was higher than the multi-session ones, while the complexity of multi-task process was higher than their single-task counterparts. [Limitations] More research is needed to examine data from other m-commerce platforms. [Conclusions] Mobile shoppers’ information browsing behaviors could help us better understand purchasing decisions.
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Received: 08 November 2017
Published: 11 May 2018
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